Introduction
How do you leverage a sports sponsorship to boost business goals? For Mastercard, the answer was to develop an integrated marketing and communications campaign with a creative concept that delivered functional and aspirational ideas to consumers.
Lasting just over a month, the campaign ("Aproxime" in Portuguese or "Acercar" in Spanish) was activated during the 2019 America's Cup. It sought to evoke strong emotions as it promoted the use of contactless payments and increased product adoption during the tournament.
#Approach continued to generate results a year after it ended, with the brand's actions organically promoted in the press....